- To build a bridge between the mind of prospects and the selling system
- The primary purpose is not to sell a product, but to generate a qualified lead
- The goal of each step in the selling system is to take the prospect to the next step — not to cut out steps
- The offers you make give the prospect an opportunity to say “Yes”; their affirmations give you permission to communicate with them again
- Properly created and staged offers help you know exactly where the prospect is in the selling system.